Weekly Email Marketing News Digest
A recent eConsultancy email marketing census showed that 55% of respondents attributed more than 10% of their total sales to the email marketing channel. Given the importance of email in procuring revenue, recent debate has risen over the frequency of email sending.
An advocate for testing increased email frequency, Ken Magill interviews two experts who offer a different take:
“We’re of the opinion that treating everybody the same with frequency is not the right approach. We can radically increase frequency by orders of magnitude if it’s for that right group based on their engagement and we’ll make a lot more money. And what we’re seeing is by decreasing frequency to people who aren’t that engaged, we’re making more money that way, too.” – Forest Bronzan, CEO of Email Aptitude
“[Y]ou want to increase frequency for customers where it makes sense, and it probably doesn’t take a lot of whizbangery. Look at your own data and bump it up for recent openers, and see where the clicks and revenue go. Your skittish marketer likely feels comfortable starting to test here.” – Michael Iarrobino, Product Manager for FreshAddress
Eloqua answers the question of how much is too much with hard data and analysis.
Here’s how resending an email to people who didn’t open it the first time worked for one company.
Before the email was resent, several changes were made to the email.
- The subject line was tweaked
- The header copy was tweaked
- The timing was adjusted
- The measurements for success were pre-defined
|Original Results||Resending Results|
|Open rate: 37.5%||Open rate: 13%|
|Click to open rate: 8.5%||Click to open rate: 16%|
|Conversion rate: 1.5%||Conversion rate: 0.5%|
Looking at the conversion rate, if this had been a promotional email there would have been a 33% lift in revenue just from resending an email.
Marketing strategist, Kestrel Lemen, has recorded a short video to answer the question, “How often should I send a remail?”
Take a look at some of the biggest influences on email marketing.
While sending frequency is an important topic, what comes first is knowing the basics of email marketing – which is why we’ve put together an Email Best Practices 101 eBook for your viewing leisure. Read it today!
Weekly Email Marketing News Digest
On this week’s edition of the email marketing news digest we’re looking at what the experts have to say on the do’s and don’ts of email segmentation. We present the views, so you can do your own testing to see what works best for your business! And for the email segmentation experts out there, we’ve kept it diversified with tips from mobile marketing and study results on the industry performance of email marketing.
Targeting increases relevance, which in turn boosts customer engagement leading to increased email clicks and open rates. Targeting is achieved through segmentation and here are 7 ways to segment an email list:
- Automated triggers
- Purchase data
- Customer Preferences
While the previous article gives a good overview of basic email segmentation practices, Jordie van Rijn provides examples where it’s okay to make an exception, or to go one step further in ensuring your email is both relevant and targeted.
- Early segmentation – Sometimes it’s best to put off collecting customer preferences to make email sign-up less painful. Instead, go for a customer preference center.
- Age & behavior – Don’t make assumptions about age group. For example, just because you are targeting baby boomers doesn’t mean you don’t need an email that is optimized for mobile.
- Gender segmentation – Remember that during the season of giving, people might purchase something on your site for the opposite gender as a gift.
- Geographic location – Rethink the way you present content to a national audience if you segment by geography. Be creative!
Couple of weeks back we featured an article on how you can improve email deliverability through SEO tactics. Now we’re letting mobile marketing teach us a few new tricks. Get users to opt in to receiving email through text by:
- Asking them
- Offering incentives
- Opt-ins within mobile apps
- Customer review
- Captive audiences
- Short codes
- QR codes
We’re all about multi-channel these days so we might as well apply that to our marketing tactics as well!
Our client Eloqua has gathered data revealing that personalized subject lines are key to open rates. Email subject lines that contain the name and one other personal detail perform the best.
Here are 5 other tips to boost your open rates.
- Segment your list separately by social data
- Craft templates that enable you to trigger personalized emails
- Exclamation points don’t necessarily drive opens
- Test and track the effectiveness of calls to action (CTAs)
- Align your email and social language for consistent communication
Think you’re good at email marketing? Here’s an infographic to give you some insight on how you compare in the industry (or in UK at least).
Looking for a digital messaging software with built-in functionality to segment lists for behavioral marketing? Read more about Momentum.
Weekly Email Marketing News Digest
This week’s email marketing series has a Valentine’s Day slant as marketers sift through emails to find out what’s trending in the season where love is in the air. They tell you what they’re in love with… or not.
Real life examples are often far more compelling than theoretical talk. Here’s the story of how ProFlowers first got personalization wrong… before they got it right. As they say, practice makes perfect! Here’s the version that got the thumbs up:
There’s a little less love in the inbox this year as compared to last. On Feb 5 2013, there were only 11% Valentine’s Day themed emails. Last year on the same day it was 14%. On Feb 9, where you’d expect retailers to be ramping up their activities, the percentage fell further from 13% last year to 6% this year.
What’s increasing this year is the percentage of heart symbols used in email subject lines. On Feb 8, 8% of emails were using this tactic as compared to none last year.
Unsurprisingly, the words “free”, “shipping” and “save” were the three most used words in emails during the last few weeks.
Will the open/reach metric be the next big thing in email marketing?
If a group of UK DMA (Direct Marketing Association) members have their way, that metric could become the reality for many emarketers.
The open/reach metric is defined as the number of people who have opened a marketer’s email at least once over a given period of time, from a quarter to a year, depending on the frequency of mailings.
Engagement is currently measured by open, clicks and conversions. The need to drive these metrics have led to marketers trimming their lists when it comes to ‘inactive’ subscribers – perhaps needlessly some claim. While this group of subscribers does not click frequently on mailings, they may well respond sporadically.
Our client, Dennis Dayman from Eloqua shares his experience with what he first thought was spam mail. It turned out to be a welcome email practicing one of the tenets of email marketing best practices – The Unsubscribe Option.
“Anyone without an email address is the digital equivalent of a homeless person.” – Dela Quist, Founder & CEO, Alchemy Worx
Quist’s advice to the audience at the Email Evolution Conference was to organically grow email databases and amplify email frequency. Increasing the frequency of email is something that lies in the grey area as emarketers often fear being labelled a spammer.
Quist urges emarketers to give consumers a chance to get around to opening emails. How so? By giving them more opportunities to open emails with more emails. According to Quist, email frequency can drive engagement between a brand and customers. It also links email to other channels. However, it’s a good idea to understand consumer behavior on those channels before embarking on a cross-channel strategy to optimize the impact of the email.
And there you have it, The Valentine’s Day edition!
We’re hoping to get some thoughts posted from all of our Deliverability Summit panel participants, and Dennis Dayman was nice enough to provide the following (more…)